Get in front of your market with educational articles
By: Kelly Robbins
Writing short informative articles that educate your reader on a topic that's important to them is an inexpensive way to get in front of your target audience, get published, and position either yourself or your organization as an expert.
Copywriters and small business owners alike can benefit from this inexpensive method of marketing. Whether you are a copywriter looking to positioning yourself in front of clients or a copywriter teaching your clients about marketing, writing articles in targeted publications is an inexpensive way to meet your marketing goals.
One of the best and sometimes easiest places to publish articles is with a networking or business association. Remember, we're looking at places your clients would go, not places you go. Your goal is to position your business in front of your ideal client. You need to do research to find the places that your ideal clients check out.
This is very easy to do and has many benefits. It's relatively inexpensive-especially if you write it yourself. Most non-profits, especially the smaller local chapters, are scrambling for good material to publish. Keep in mind they have a responsibility to their membership. Continuing education and being a valuable resource for their members is a part of that.
Why are articles more effective than advertisements?
Articles are more likely to be read than an advertisement. The key to making this technique work for you is to write from a place of giving. Don't talk about your organization and how great you are and all the ways you can help. Write to educate or inform the readers on a specific topic that's important to them. Include a short "about the author" or "about your company" at the bottom and let that be it. The fact that the information is coming from your organization makes you a leader or an expert on that topic without saying a single word.
You can also use this article again. And as a copywriter you now have writing samples to show clients. Many organizations will reprint articles and reuse them as marketing materials later on. You can post the content on your Web site or include a link in the article to your site (which has an added benefit of increasing your search engine ranking).
If you want to learn more about promoting yourself by writing articles and have a script to say when you pitch editiors, Growing Your Business By Writing Articles and Publishing Them will help you get started.
About the author
Kelly Robbins, founder of The Copywriting Institute, is the author of Powerful Interviewing Techniques for Healthcare Marketers and The Healthcare Copywriters Toolkit. Kelly Robbins is an award winning healthcare copywriter and marketing coach/consultant. Publisher of "The Copywriting Connection", Kelly helps writers and marketers learn to write phenomenal copy. Contact Kelly to receive her free report, "Six things every copywriter MUST know to make high profits in copywriting fast!" at www.TheCopywritingInstitute.com or 303-460-0285.
© 2008, The Copywriting Institute
« Back to Archives List